Jason Tabeling
(Photo Credit: Jason Tabeling)
Name: Jason Tabeling
Current Job: CEO, AirTank
Favorite restaurant in town? Masthead - Top notch pizza and beer
Favorite thing about Cleveland? Opening Day atmosphere at Progressive Field.
Q: Jason, you started your career in paid media and now run a marketing agency. How have you seen the marketing world evolve over the past 20 years? Marketing has evolved in the number of channels and options. You have to think about so many more platforms (TikTok, Snapchat, Walmart marketplace, etc…) and devices (mobile, desktop, voice, IoT, automotive). I think it makes it harder for brands to stay focused on their strategy. They feel like they have to be in all these places when really they should stay focused on their core customers and what they want first.
Q: You joined AirTank as CEO in September. Why the change and what differentiates them from the usual agency? The opportunity to join a growth agency focused on eCommerce given its current importance in the marketplace was very appealing. In addition to that, they built an API-first eCommerce product (www.ZiftrShop.com) that is well-positioned for where the market is heading. We see the world as continuing to become more about enabling the customer experience. For example, over Black Friday Adobe Analytics saw that brands who offered curbside pickup had conversion rates that were 31% higher than those who did not. So, it’s not just about buying online. The same can be said for the growth of social commerce or buying through various marketplaces like Etsy, Walmart, or Amazon. The number of complexities and endpoints is growing and our agency and platform have been in this space for over 10 years and is well-positioned to help our customers in this evolving environment.
Q: You started your career at Progressive, but since then have only worked at agencies. What should a customer be thinking about when looking to hire an agency? First, I loved my time at Progressive. I was so lucky to work with great people, bosses, and mentors there. It was the foundation for the rest of my career. When I left Progressive, the challenge I was looking for was to validate if I was any good at my job, and try my skills across different clients and verticals. If you are looking to hire an agency I think it comes down to 2 things; 1) Expertise - do the people and agency have expertise in the areas you need help in. 2) Culture fit - do you want to work with the agency on a daily basis as a trusted partner. If you use those 2 elements as your guide you will make a good choice.
Q: Do you think having a technical background is important for those now considering a marketing career? I don’t think it’s required, but it is increasingly important. So much of what is happening today is tech and software-driven. Even Google Ads’ most simple campaigns leverage AI technology to target ads. You need to have some sense of how the technology works, even if it does all the work for you. I advise those starting out to get some base certifications (Google Ads/Analytics, Facebook/Amazon Ads) or get involved in some learning functions. For example, I love what the Marketing AI Institute is doing.
Q: How has AirTank responded to the pandemic? The pandemic has been tough on us like everyone else, but through it all, we are in a good position given our expertise in eCommerce. We really are using this time as an opportunity to further accelerate the business. We see more brands accelerating their digital presence across their eCommerce platform, marketplaces, and media. We have the experience and products to help them scale successfully and are excited to capture the market opportunity.